Measuring Sponsorship

Survey tools is the first thing that comes to mind when answering this question and in fact they were used at the end of the event. These surveys measured things like the effectiveness of the presenter and the opinion of those who attended for things like worth and whether or not we would consider some of the services mentioned.

Content and web analytic tools can also be used during an event such as this to see what is being said about an organization afterwards as well as check if there was any change in web traffic. Personally I visited the website of the presenter's company and did a little additional research. I'm sure many other attendees did as well. It was a fairly small audience though so I'm not sure if much would be generated in the way of social media but for larger events It'd be an effective analysis tool.

Because this event was sponsored in part by Lansing Community College I do believe a significant part of the event was for education and helping local business owners. That said the other sponsor, who was also the main presenter, benefited from publicity with potential customers. Her organization runs a consulting firm who works with people looking for jobs to build their talent in order to find local jobs. Of course the hiring organization pays a commission fee so ultimately the presenter's organization may benefit from new customers as well as increasing communication.